Jaiyeola Kuti questions current Nollywood movie marketing, citing “exhausting routines” and comparisons to Funke Akindele’s dance promotions

Veteran Nollywood actress, Jaiyeola Kuti, has publicly criticised the growing trend of social media gimmicks used to promote films, labelling the practice an “exhausting routine”.

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In a candid video posted to her Instagram, Kuti addressed filmmakers, questioning the increasing pressure to engage in dance routines and skits for marketing purposes.Nollywood movie marketing now sees producers feeling pressured to become entertainers to sell their films.

Kuti highlighted the significant financial sacrifices many producers make to create quality films, noting, “Some executive producers go as far as to sell what they have to make a good movie… because, indeed, a good movie is a lot of money.”

She contrasted this with her own experience, revealing that her first film achieved financial success without relying on such promotional tactics. “I made my money plus interest. You understand?” she stated.

The actress expressed concern over the unrealistic expectations placed on producers, particularly in comparison to the likes of Funke Akindele, known for her energetic dance routines.

“Not everybody can dance like Funke Akindele,” Kuti asserted. “God made everybody beautiful and imbued all of us in different ways. Everybody has a place in art.”

She warned against setting a precedent where dancing becomes a mandatory promotional tool, suggesting, “If dancing is what will make it sell, maybe we should start then.”

Kuti further lamented the shift from traditional acting to skit-making, driven by the need for social media relevance. “Now some of us are turning from proper actors to skit makers,” she observed.

She also appealed to audiences to support a wider range of filmmakers, urging them to avoid setting unrealistic standards based on the success of a few. “Viewers, you need to help us,” she pleaded. “Just because it worked for somebody doesn’t mean it will work for you.”

In her message, Kuti urged filmmakers to focus on producing quality films, and requested that the audience be more open to supporting a broader spectrum of film making styles.